CIPR/MRS/RSS Guidelines for using statistics in communications

Using statistics can help to achieve public relations goals whether raising awareness, informing decision making or influencing behaviour.

This guide is about using statistics effectively, both to achieve day-to-day goals and to contribute over time to enhanced reputation. Good and accurate use of statistics can help to establish credibility and to increase influence.Poor use of statistics can lead to loss of trust and reduced authority.

The guide has been produced to help PR professionals know what should be included in their work, and to spot when they might want to obtain expert statistical advice. It is not meant to be an instruction manual in statistical techniques.

A number of PR exercises incorporate results from survey research. This is not a comprehensive guide to the use of survey results in PR, but does cover some of the key issues. For more in-depth information, consult the research agency commissioned to undertake the survey or refer to the guidelines produced by The Market Research Society or its Code of Conduct.

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